Question 1 (d)
The societal marketing concept compared with the marketing concept, with examples
9 marks
- Time to write
- About 18 minutes
Question
Question 1 (d) · 9 marksIn what way is the Societal Marketing Concept different from the Marketing Concept? Provide examples.
Reworded from the university paper; the task is the same. The original paper belongs to the University of Delhi. See DU's question bank.
Before you write
Read off the question and its marks
Read from the question
- examplesExamples are asked for: one short example with each point.
Write it in this order
- Read; underline the asks; jot your points 1 min
- 1 The two concepts explained 4 marks 7 min
- 2 Differences 3 marks 5 min
- 3 Examples 2 marks 4 min
- Check: every ask answered, key terms underlined 1 min
Short on time? Trim steps 1–3 evenly rather than skip one: each is capped at its own marks.
Try it first. About 18 minutes for 9 marks. Write it out, then open the solution.
Solution
Hover or tap a marked figure, like 72,000, to see how it is made and where else it appears.
The marketing concept holds that a firm reaches its own goals, in the long run, by satisfying its customers. So it first decides whom it will serve, learns what those buyers want, and shapes its offer to serve them better than rivals do; profit is the reward for that satisfaction. It is an outside-in philosophy, and every activity that touches the customer is coordinated towards long-term relationships.
The societal marketing concept
Satisfying buyers is not enough if the way it is done damages society: through waste, harm to health or the using up of scarce resources: such marketing cannot be justified. The societal concept therefore asks the firm to meet the target market's needs while also taking care of the long-term well-being of consumers and society. Sugary drinks satisfy taste but contribute to obesity; convenient plastic packaging creates waste. The firm has to weigh its own profit, what customers want and what is good for society.
| Basis | Marketing concept | Societal marketing concept |
|---|---|---|
| Whose interests | Company and customer | Company, customer and society |
| Question asked | What do our customers want? | What do they want, and is it good for them and for others? |
| Objective and time view | The firm's long-run goals, reached through customer satisfaction | Long-run welfare of consumers and society, together with viable business results |
| Environment and ethics | Not central | Central |
| Typical practices | Market research, new variants, convenience | Healthier options, less packaging, honest claims, social campaigns |
| Possible weakness | May satisfy harmful wants | May raise costs or limit some products |
- Marketing concept: a fast-food chain introduces new menu items after research shows what young customers crave, and delivers them quickly through apps.
- Societal marketing: the same chain adds calorie information, healthier options and smaller portions, and reduces plastic packaging.
- Societal marketing: a soft-drink maker cuts sugar, invests in water conservation and bottle recycling.
- Societal marketing: an automobile company promotes electric vehicles and safety features beyond legal minimums.
- Societal marketing: a soap brand linking its sales to hand-washing awareness campaigns in schools.
The societal marketing concept extends the marketing concept by adding society's long-term welfare to customer satisfaction and company profit. In an age of environmental and health concerns, it is increasingly expected of responsible firms.
Criticism and balance. Some argue that the societal concept is hard to apply: social welfare is difficult to define, customers may not pay more for responsible products, and it can raise costs. Yet firms that ignore it face consumer backlash, regulation and loss of trust, while those that follow it often gain loyalty and a stronger brand. The sensible approach is to look for offers that are both desirable to customers and beneficial to society.
Where the 9 marks sit
| # | Component | Marks |
|---|---|---|
| 1 | The two concepts explained | 4 |
| 2 | Differences | 3 |
| 3 | Examples | 2 |
| Total | 9 |
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